| Today's Top Stories | | #1 | 'Big Bang Theory' Broadcast TV's Most Expensive Scripted Series Ad Buy
| | | The CBS sitcom is getting about $344,000 per 30-second spot, according to Ad Age's annual survey which polls media buying agencies anonymously. The most expensive program in broadcast primetime is NBC's Sunday Night Football, which gets an average of about $627,000 per 30. Most expensive scripted show on TV is AMC cable network's The Walking Dead, which gets about $400,000 per 30.
Why This Matters: The pricing is only estimated but does give a good general overview of what buyers pay to advertise in each show. It is also based on upfront pricing, which is likely to change in the scatter market.
A Take: Ad Age
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| | #2 | Ad-Free Social Network Hopes To Sustain Itself By Selling Apps
| | | Ello, created by a small group of artists and designers, not only doesn't sell ads but also doesn't collect information about its users and distribute it to third parties. It plans to support itself by charging users to add specific features to their accounts, The Wall Street Journal reports.
Why This Matters: All the major social networks are stepping up their efforts to sell advertising with the lure of sharing user information; Ello is doing the opposite. It will be interesting to see how many users it can eventually garner who are not comfortable with having their personal information sent to advertisers.
A Take: WSJ
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| | #3 | Burt's Bees Introduces Its First TV Campaign
| | | The 30-year-old personal care brand has done print advertising before but will now tout its lip balm products in new TV commercials created by Baldwin& of Raleigh, N.C., The New York Times reports. The company, founded in 1984, was acquired by Clorox in 2007 and spent $26.4 million on advertising in 2013, per Kantar Media.
Why This Matters: Burt's Bees is among a growing number of brands turning to TV ads for the first time. The lip balm category has a couple of big names in Chapstick and Blistex, but Burt's is hoping to take a larger chunk of business by highlighting its flavors more than its moisturizing effects.
A Take: NYT
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#4 VivaKi Launches Quality Index To Enhance Programmatic Performance (MediaPost)
#5 Samsung Virtual Reality's Role With Advertising Still To Be Determined (Ad Age)
#6 USIM Awarded O'Charley's Media Planning/Buying Account (MediaPost)
#7 'Share A Coke' Campaign Has Sales Bubbling (WSJ)
#8 Most Auto Shoppers Prefer Their Own Research To Ads (MediaPost)
#9 Baskin-Robbins Commercials Lick Competition Among Millennials (WSJ)
#10 Was ESPN's Bill Simmons Suspension An Attempt To Make Nice To the NFL? (Digiday)
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Percentage of U.S. adult Internet users who say they have made a purchase on a social network such as Facebook, Twitter or Pinterest, according to a Harris Poll conducted for DigitasLBi. Also, 42% of users said they would be more likely to make a purchase via social if they knew their credit information was secure.
– Reported by eMarketer
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| | MBPT Spotlight | Technology Should Take a Backseat to Consumers
By John Piontkowski, general manager, East region, Microsoft Advertising
As we head into Advertising Week, I want to take a moment to reflect on what I believe makes it the must-attend event in our industry.
Sure, there are parties, concerts and scores of great speakers and sessions, but what's the real purpose of the weeklong event? How does Advertising Week make us better as marketers and better at telling our brand stories to consumers?
Hot topics are dissected each year—whether it was display advertising when Advertising Week was incorporated a decade ago, mobile's growth in the past few years or debates on programmatic likely to take place this year. But one thing remains constant in the advertising industry—change.
And right now, change manifests itself best in technology. It is the one thing that is likely to help everyone in our industry improve and succeed.
As much as technology has helped us, and the economy, advance in the past decade, we've just scratched the surface of what is possible. We have yet to fully experience the intersection of technology and advertising. Once we cross that barrier, we will see a dramatic shift in how brands interact with consumers to engage their senses, make their lives easier and make them happier.
What is technology's true part in building successful digital campaigns? And what will it enable the industry to do in the near term?
For more, click HERE
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| | Fates & Fortunes | • CHRISTOPHER CAMPOS was named managing director, growth strategies and development at Arnold Worldwide, as the agency adds a cross-cultural marketing services model to its offering. MARCO CASTRO was named VP, director of operations, and HUGO CASTILLO was named VP, creative director. All three will work on cross-cultural campaigns for the agency's clients. The trio joins Arnold from Y&R Brands/BRAVO, where they worked most recently as VP, managing director; director of integrated account operations; and creative director, respectively. Campos and Castro are also cofounders of Hive+Ideation, a Hispanic communications planning company, and also worked together at GlobalHue, where they established and grew that agency's Hispanic division from 2004-07.
• WILL WISEMAN was named president, strategic communications, at Omnicom's PHD Worldwide. He was most recently head of U.S. strategy at Interpublic media agency UM. Wiseman was also previously worldwide group director, marketing strategy at Ogilvy.
• JON HAMM was named to the newly creation position of global chief creative officer at Geometry Global. He was most recently global chief creative and innovation officer at Interpublic's Momentum Worldwide.
• DAVID PAYNE was promoted to CEO of world markets at WPP out-of-home network Kinetic Worldwide. He was previously global chief development officer at Kinetic. ALEX THOMPSON was promoted to global head of Aviator Worldwide, a unit of Kinetic that specializes in world travel business. Thompson was most recently global head of business development. |
| | What They're Watching | BROADCAST RATINGS
'Amazing Race' Moves To Fridays
ABC debuted its newest Shondaland series How to Get Away With Murder with the drama becoming the season's top-rated freshman premiere. Murder tied with fellow Shonda Rhimes drama Scandal, which shifted an hour earlier to 9 p.m., and topped that show's premiere in the 10 p.m. slot last season by two tenths. Murder also built 18% in viewership on Scandal's lead-in numbers. Scandal tied its series high in both the demo and total viewers. At 8 p.m., the other Shonda Rhimes-produced drama Grey's Anatomy returned for its 11th season, down 12% from last year, but almost double what Once Upon a Time in Wonderland debuted to in that slot last year. Despite the strong numbers, ABC finished in second to CBS' coverage of Thursday Night Football. CBS led the night with its third TNF game of the season. The New York Giants' 45-14 victory over Washington was up 32% from last week for CBS and NFL Network. Those numbers will change when nationals are released later on Friday. NBC was in third as Parenthood returned for its final season, down two tenths from last year. The Biggest Loser was even with last week's premiere. Fox returned veteran Bones for its 10th season on a new night, down 30% from its premiere last year, which came against weaker competition. Airing a repeat of the Sleepy Hollow premiere, Fox took fourth. The CW had reruns.
For more, click HERE
CABLE RATINGS
'South Park' Returns Strong
Comedy Central got a lot of laughs on Wednesday night. South Park began its 18th season as the highest-rated show in the demo with a 1.4 among adults 18-49. The net also had the No. 2 original cable show of the night with the return of Key And Peele, which kept 1.6 million viewers from lead-in South Park, which had 2.4 million. Comedy Central's The Daily Show and MTV's Teen Mom 2 both pulled a 0.8 in the demo with 1.7 million and 1.3 million viewers, respectively.
For more, click HERE
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| Overnight Ratings: Thursday, September 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NFL FOOTBALL | 3.4 | 10.4 | | ABC | GREY'S ANATOMY | 3.0 | 9.8 | | FOX | BONES | 1.6 | 6.2 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.4 | 3.7 | | NBC | THE BIGGEST LOSER | 1.3 | 4.3 | | CW | THE VAMPIRE DIARIES (R) | 0.2 | 0.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NFL FOOTBALL | 4.7 | 13.7 | | ABC | SCANDAL | 3.8 | 11.9 | | NBC | THE BIGGEST LOSER | 1.4 | 4.6 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.4 | | FOX | SLEEPY HOLLOW (R) | 0.7 | 2.5 | | CW | THE ORIGINALS (R) | 0.2 | 0.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NFL FOOTBALL | 4.5 | 11.5 | | ABC | HOW TO GET AWAY WITH MURDER | 3.8 | 14.0 | | NBC | PARENTHOOD | 1.4 | 4.3 | | UNIVISION | LA MALQUERIDA
| 0.9 | 2.3 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Amazing Race' Moves To Fridays
The 10-time Emmy-winning CBS reality competition series moves from Sunday at 8 p.m. to Friday at 8 in its 25th edition. Teams this season will travel through eight countries and 20 cities, spanning more than 26,000 miles, for the first time visiting St. Thomas, Valletta in Malta and the Shetland Islands in Scotland. The upshot: The Amazing Race average 8.5 million viewers and a 1.9 18-49 demo rating last season on Sunday nights, down from 9.5 million and a 2.6 demo rating the season prior. Viewer interest may be waning a bit, which might explain CBS' move to Fridays.
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| • 'Brooklyn Nine-Nine' Tails Simpsons to Collar Viewers
Fox, looking to shake up its long-running Sunday night animation block, will now lead cop sitcom Brooklyn Nine-Nine out of The Simpsons at 8:30 p.m. Despite winning some big Golden Globes, the series has not drawn many additional viewers. For the season, it averaged 3.3 million and a 1.4 18-49 demo rating. Among all sitcoms in the 18-49 demo it ranked 17th and among new sitcoms it ranked 10th. The upshot: What Brooklyn Nine-Nine has going for it is a young median age audience—just 41. Fox is hoping viewers of The Simpsons (media age: 36) will stay tuned for Brooklyn Nine-Nine and then stick around for Family Guy at 9, which has a median age audience of 33.
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| • 'Resurrection' Is Resurrected
ABC's sci-fi drama focusing on a town where deceased relatives return to their families premiered in midseason and after a surprisingly strong start managed to maintain a sizable audience. It returns at 9 p.m. on Sundays. The series wound up averaging 9.3 million viewers and a 2.5 18-49 demo, after premiering with 13.9 million viewers and a 3.8 in the demo. The upshot: Sci-fi series, particularly on broadcast, are hard to figure and rarely maintain long-term rating strength (as Under the Dome experienced on CBS this summer). Resurrection also comes to fall when the competition is stronger and audiences could be more fragmented. But if lots of those 9.3 million viewers tune in, Resurrection will start with a nice premiere.
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| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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